System for issuing short life coupons or other promotional devices

ABSTRACT

An improved short life coupon system which allows a television viewer to select discount or promotional coupons while viewing a television commercial. Coupon information relating to the commercial is sent to a central station which also contains up-to-date point-of5 sale information. This information is analyzed by the central station so that the coupon can be specifically designed to satisfy the viewer and maximize sales.

STATEMENT OF RELATED CASES

This application is a continuation of U.S. patent application Ser. No.09/589,313, filed Jun. 7, 2000, which is hereby incorporated byreference.

FIELD OF THE INVENTION

This invention relates generally to systems for generating merchandisingcoupons, such as discount or promotional coupons which, when issued to aconsumer, entitle the consumer to specified discounts or other benefitson those items identified by the coupons. More particularly, the instantinvention is directed to a television driven short life coupon systemwhich allows the manufacturer of a particular product to instantaneouslymodify issued coupons based on redemption information and point-of-saleinformation.

BACKGROUND OF THE INVENTION

A merchandising coupon is often referred to as a “cents-off” or discountcoupon or alternatively a promotional coupon. The holder of the coupon,when purchasing the product identified on the coupon from the retailer,is given a specified discount or other promotional benefit. Such couponsfall into two basic classes—those printed and put into distribution bymanufacturers, and those which retailers print for use in their stores.

The majority of merchandising coupons are authorized by the manufacturerof the product so that the manufacturer is required to pay to theretailer the face value of each coupon redeemed, plus certain handlingcharges. For example, on occasion the Coca-Cola Company runs ads whichinclude a coupon offering 25 cents towards the purchase of a pack of“Coca-Cola” bottles. The retailer who accepts this coupon gives thepurchaser of the pack a 25 cent reduction on the market price thereof.The retailer is then entitled to recover from the Coca-Cola Company this25 cent discount, plus seven cents for handling costs (or whatever otherhandling charge is indicated).

Despite the high cost of merchandising coupon transactions, the volumeof coupon traffic has risen over the years to a phenomenal level. Thoughonly a fraction of the many billions of coupons which are distributedare actually put to use by shoppers, the number of coupons which areredeemed still runs into the billions.

Experience has shown that cents-off coupons and promotional couponsconstitute a cost-effective promotional technique for stimulatingconsumers to try out a new product or to switch brands. Moreover, whensales of a given brand are flagging, merchandising coupons often serveto revive and even increase such sales. Merchandising coupons thereforebenefit the consumer, the manufacturer and the retailer.

While in some instances coupons accepted by the retainer are redeemed bysending them directly back to the company making the product mostcoupons first go through a clearing house where, after the coupons havebeen manually sorted, they are shipped by the clearing house to therespective manufacturers who then invoice the money payable to theclearing house.

With existing procedures, the manufacturer has little control over thenumber or value of coupons redeemed. By statistical analysis of previouscoupon promotions, the manufacturer can make a projection of anticipatedredemptions. However, if a coupon was issued for a larger than usualdiscount and the redemption rate was higher than expected, themanufacturer may then incur a greater promotional expense thanprojected.

Also, with the existing procedures, the time elapsing between issuanceand redemption of a coupon can be many months, particularly if thecoupon carries an expiration date which gives the shopper a long term inwhich to use the coupon. This makes planning for future promotionsdifficult, for information on coupon redemptions in previous promotionsis slow to arrive.

Quite distinct from these problems is the failure of many shoppers totake advantage of merchandising coupons. While a shopper may savecoupons mailed to him or her or may clip and file coupons appearing innewspapers and magazines, the shopper often forgets to take them alongwhen going shopping and therefore will not be induced to make adiscretionary purchase or switch brands. Typically, a consumer willreceive in the mail a merchandising coupon, say, for a new hair shampoo;but it will be several days before the next shopping trip, and by thattime the shopper may have forgotten about the coupon and will thereforepurchase the usual brand.

U.S. Pat. No. 5,176,224 issued to Donald Spector on Jan. 1, 1993, theinventor of the instant application, proposed one unique solution to theforegoing coupon distribution problem. In this patent, Mr. Spectorproposed a controlled-loop computer-controlled merchandising couponsystem where a coupon printer-dispenser would be installed at eachsupermarket, making it possible for a shopper to receive a merchandisingcoupon entitling him or her to a specified discount on the productidentified in the coupon. Advantageously, this patent also disclosedthat the manufacturer would be provided with a readout of the discountcoupon transactions so that the manufacturer could subsequently alterthe discount amount on the basis of the coupons being presented by theconsumer.

Another coupon distribution system is described in U.S. Pat. No.5,249,044, issued to Harry Von Kohom on Sep. 28, 1993. This patentdescribes a system for generating product coupons at remote locations,including a consumer's home. The system, includes an apparatus forreceiving and storing product information signals broadcast from acentral television broadcast location. The apparatus is connected to aconsumer's television at a remote location, which television includes acoupon generating unit. When the consumer views a product of interest,the system can be activated, and if available the consumer can have adiscount coupon printed at his or her home for later presentation to aretail outlet. The possibility to receive a coupon at home was anadvance in the art but still did not give the manufacturer the abilityto monitor coupon distribution and tailor such distribution to enhanceparticular product sales. Other similar patents in this area includeU.S. Pat. Nos. 5,500,681 and 5,978,013. The teachings of the '044, '681and '013 patents are incorporated herein by reference.

A further improvement is disclosed in U.S. Pat. No. 5,287,181. In thissystem, coupon related data is encoded in a television signaltransmission, which data is decoded and displayed on the televisionscreen. Upon viewing the indicia on the television screen, the user canmanually and selectively extract the coupon-related data from thetelevision signal transmission. After an optional editing function, theextracted coupon-related data is stored on a recording medium such as amagnetically striped card, for subsequent readout and redemption. Thissystem also envisions that consumer information would be provided to themanufacturer, upon redemption of the coupons. In this embodiment themanufacturer would be able to determine results in the amount of usageof the coupons, the demographics of usage and detailed information aboutthe consumer.

This system however, does not show or suggest a method or apparatus withwhich a manufacturer could make decisions regarding coupon usage on areal time basis and tailor coupon issuance accordingly.

An additional problem with the prior art coupon delivery systems viatelevision is the recent introduction of Personal Video Recorders (PVR)which consist of a set-top box equipped with a large capacity harddrive. Incoming television signals are digitalized and stored on thehard drive, allowing the consumer to view replays, catch-up on showsalready in progress, index and select recorded shows and mostimportantly, eliminate commercial advertisements. The ability of aconsumer to eliminate commercials is a major problem for manufacturersdue to the large amounts of money currently spent by manufacturers onadvertising, and the possibility that those ads will not be watched byconsumers.

It is therefore one object of this invention to provide an incentive forconsumers equipped with PVR's to view commercials by offering productdiscount coupons tied to a specific commercial.

It is a further object of this invention to provide instant couponfeedback information to a manufacturer regarding their coupon discountprogram.

It is a still further object of this invention to provide couponfeedback information to a manufacturer before the coupon is issued forredemption.

It is another object of this invention to allow a manufacturer to tailorit's coupon discount program in real time based on point-of-saleinformation, thereby allowing manufacturers to maximize profits andsales.

SUMMARY OF THE INVENTION

In accordance with the invention, a television receiver is located at aviewer's premises, the television receiver including a remote controlunit, and may include a Personal Video Recorder (PVR) or other devicecapable of sending data over a telephone line or other communicationshighway.

Located at the viewer's premises is also a data processing terminal,such as a Personal Computer, which responds to a request for a productdiscount coupon via the television remote control. In response to acoupon request, information is transmitted by the personal computer to acentral station maintained by the broadcaster of the television program.

The broadcaster central station then transmits a coupon request to amanufacturer's coupon generator station. Advantageously, this requestwill include information identifying the product of interest and mayinclude viewer profile information.

The coupon request information is received at the manufacturer's coupongenerator and compared with previously stored point-of-sale information,i.e., how the product is selling in a particular geographic area or to adefined consumer group.

The received information and the previously stored information is thenanalyzed to permit the manufacturer to issue a coupon or otherpromotional device tailored to the consumer and designed to maximizesales.

BRIEF DESCRIPTION OF THE DRAWING

In the Drawing:

FIG. 1 illustrates a block diagram of the inventive system for issuingshort life coupons, or other promotional devices.

DESCRIPTION OF THE INVENTION

Referring now to FIG. 1, there is shown one embodiment of the instantinvention.

Television receiver 16 is located at a consumer location. Attachedthereto is a remote control device 18 as well as a Personal VideoRecorder (PVR) 14. It is to be understood that the PVR could be replacedby any other device capable of transmitting and receiving data over atelephone line or other communications highway. As described above, thePVR (or equivalent) can store and replay video presentations, includingthe ability to eliminate commercials. The PVR is connected to computer20, which can be remote or located at the consumer site. It is to beunderstood that PVR 14 could also be replaced with a standard set-topbox with the ability to communicate with computer 20.

Computer 20 also communicates with Broadcaster Data Relay Station 24 andcan provide e-mail or data transfer to a consumer's printer, Palm Pilotor equivalent and/or other communication devices as shown at 22.

The Broadcaster Data Relay Station 24 also communicates with theManufacturer's Software Short Life Coupon Generator 10 to provide userresponse and profile information as well as time information i.e., whatproduct is being shown when a consumer is viewing a commercial.

It is to be understood that a short life coupon means a discount couponthat is valid for a relatively short predetermined period of time andvalid only for a specific product or products. This term can alsoinclude other promotional devices which are distinct from discountcoupons.

In operation, television receiver 16 connected to PVR 14, or otherset-top box) displays a commercial on the screen. An interested customersees a commercial and decides to request a Short Life Coupon. Thecustomer then pushes a button on the remote control to request the ShortLife Coupon. In order to induce the customer to view the commercial inthis example, the customer would not be able to request the coupon untilthe end of the commercial.

The PVR (or set-top box or other communications device) sends a requestfor a coupon (time related to the specific commercial) through a phoneline (or cable) and through a pass through line in the home computer 20to the Broadcaster Data Relay Station 24. This station bounces backcoded appropriate demographic information on the user (profiles andtime) to the Manufacturer's Software Short Life Coupon Center 10.

Center 10 is a data bank with software that also receives up to theminute point-of-sale (POS) information on the products being offered, aswell as information on coupon responses and redemptions as shown at 12.The program in the Manufacturer's Short Life Coupon Generator Station 10analyzes this information to provide maximum yield in moving product orservices.

The Manufacturer's Coupon Generator 10, might make different offers indifferent localities depending on local conditions. For example, if theweather is cold during the summer and Coke is not moving well, it mayoffer a bigger discount in that location. Its offers can be locationdriven and are related to product sales of either a store, or a seriesof stores in one location. The Manufacturer's Coupon Generator may alsobe hooked into a retailer's promotion in an area. Unlike many othercoupons a Short Life Coupon will usually be of higher value and may onlybe honored by a specific retailer in one region. A person who is goingout of business may contact a manufacturer and make a deal to “Blow Out”merchandise at dramatically reduced prices. Perishable goods that areabout to expire might also be severely discounted.

The Manufacturer's Coupon Generator 10 might also look at the customer'sprofile and realize that he or she only responds to big offers. In thatinstance, the manufacturer might choose to offer a shorter time lengthfor this person's coupons but with a bigger discount, or might say thatthe service is unavailable and switch the consumer to a related productthat the company sells. If the products being offered are selling well,offers for new products or other products might be offered.

The Coupon Generator 10 sends these coupons to the user's personalcomputer (or stand-along box) where they can be printed orelectronically stored for use at a retailer (i.e., a customer candisplay his electronic coupon in the store from the screen of his cellphone, Palm Pilot, or other personal electronic device).

In certain circumstances, it is envisioned that these discounts canautomatically be filled online, if so requested. Therefore, a companymight make a special limited offer and not even print a coupon but havethe discount applied automatically when the product is purchased via anonline participating partner.

The redemption rate of the Short Life Coupons is factored into theCoupon's Generator's Point of Sale data and adjusts the discounts andoffers accordingly.

The Short Life Coupon system is totally interactive with sales data atspecific times and always allows the manufacturer (or retailer) to knowexactly where he is (without having overhang of millions of dollars ofunused coupons).

The system also allows a manufacturer to have a significant advantageover his competition in the marketplace.

Because larger than usual valuable discounts will be offered, it alsogives people a reason to want to watch commercials which is importantfor consumers using a PVR.

It is also envisioned that trivia questions, for example could beprinted on the coupons, which require answers from the consumer. In thisway, the coupons could also be used as a sweepstakes vehicle.

The foregoing description is only illustrative of the invention. Variousalternatives and modifications scan be devised by those skilled in theart without departing from the spirit of the invention. Accordingly, thepresent invention is intended to embrace all such alternatives,modifications and variances which fall within the scope of the appendedclaims.

1. A system for generating discount or promotional coupons, comprising:a television receiver located at a viewer's premises, said televisionreceiver including a remote control unit; a personal video recorder(PVR) that can store and replay video presentations and that allows aviewer to select a coupon for a product while it is advertised via acommercial that is displayed by the television receiver, said selectionoccurring via the remote control unit, and said PVR transmitting therequest for said coupon to a data processing device, which transmits therequest to a broadcaster central station; means included within saidbroadcaster central station for transmitting to a manufacturer coupongenerator station a coupon request, which request includes specificinformation regarding the product of interest, first means includedwithin said manufacturer's coupon generator station for receiving saidspecific information regarding said product of interest, saidmanufacturer's coupon generator station also having available up to theminute point-of-sale information on the product of interest and couponresponses and redemptions regarding said product, and; second meansincluded within said manufacturer's coupon generator station foranalyzing said specific information regarding said product of interest,and said point-of-sale information and coupon responses and redemptionsand issuing a coupon to said viewer based on said analyzed information;wherein the data processing device receives and stores the coupon issuedto said viewer.
 2. A system in accordance with claim 1 wherein saidrequest for a coupon includes information specifying a time when saidcoupon is requested.
 3. A system in accordance with claim 2 wherein saidfirst means included within said manufacturer's coupon generator stationfurther includes means for comparing said time when said coupon isrequested with a time when commercials for said product of interest werebroadcast.
 4. A system in accordance with claim 1 wherein said secondmeans issues said coupon at a value intended to provide maximum sales ofsaid product of interest.
 5. A system in accordance with claim 1 whereinsaid second means issues said coupon at a value which varies dependingon the geographic location of said viewer.
 6. A system in accordancewith claim 1 wherein said coupon is a short life coupon.
 7. A system inaccordance with claim 1 wherein said coupon, upon issuance, is printedfor said viewer by a printer attached to said data processing means. 8.A system in accordance with claim 1 wherein said coupon, upon issuance,is electronically stored by said data processing means.
 9. A system inaccordance with claim 8 wherein said electronically stored coupon cansubsequently be printed or redeemed electronically by said viewer.
 10. Asystem in accordance with claim 1 wherein said coupon includes inquirieswhich may be electronically or manually answered by said viewer as partof a contest.
 11. A system in accordance with claim 1 wherein saidtransmitting means includes means for assembling and transmittingconsumer profile information along with said information regarding theproduct of interest.
 12. A system in accordance with claim 1 whereinsaid coupon is a promotional coupon.
 13. A system for issuing apromotional or discount coupon from a remote location, the coupon beingfor a product being advertised during a program on a television,comprising: a remote control, the remote control being able to selectthe coupon in response to viewing the program; a personal video recorderthat can store and replay video presentations, the personal videorecorder being connected to the television and being able to transmit arequest for the coupon to the remote location in response the remotecontrol selection of the coupon.
 14. The system in accordance with claim13, comprising a coupon center located in the remote location thatreceives the request and issues the coupon.
 15. The system in accordancewith claim 14, wherein the coupon center issues the coupon based on oneor more factors designed to provide maximum yield in moving the product.16. The system in accordance with claim 13, comprising a computerconnected to the personal video recorder, the computer receiving thecoupon and printing the coupon.
 17. A method for issuing a promotionalor discount coupon from a remote location, the coupon being for aproduct being advertised during a program on a television, comprising:selecting a coupon on a remote control, the selection being in responseto viewing the program; a personal video recorder that can store andreplay video presentations and that is connected to the televisiontransmitting a request for the coupon to the remote location, therequest being made in response to the selection of the coupon on theremote control.
 18. The method in accordance with claim 17, comprising:receiving the request at a coupon center located in the remote location;and, issuing the coupon from the coupon center.
 19. The method inaccordance with claim 18, wherein the coupon center issues the couponbased on one or more factors designed to provide maximum yield in movingthe product.
 20. The method in accordance with claim 17, comprising:receiving the coupon at a computer connected to the personal videorecorder; and printing the coupon at the computer.